DALLAS Chili’s Grill & Bar has named Interpublic Group’s Hill Holliday of Boston as its agency of record. The account is valued at more than $100 million.
The agency replaces Omnicom Group’s GSD&M of Austin, Texas, which had held the account for 20 years and created the popular “I Want My Baby Back Ribs” ad jingle.
Dallas-based parent company Brinker International Inc. said in April that it would part ways with the agency, which changed its name this week to GSD&M Idea City. The agency search coincided with the departure of Ken Thewes as vice president of marketing for Chili’s, which has more than 1,300 units in 24 countries.